Career Sites that Sell - Jobvite

Insight4theEnterprise Series: Part 3

Career Sites that Sell:

4 Ways You Can Win More Applicants

Contents

Insight4theEnterprise Series: Part 3

Page 2

Introduction

The power of branding

Does your brand do enough? Translating your brand to your career site Rue La La Zynga

Strut your stuff: The what, the why & the who

Set your voice with images and tone Get personal and share your values Are you for real? Strategies for hard-to-fill positions

3 Write strong copy

10

4

Be engaging

10

Get to the point

10

4

4 Be nice to your applicants

11

5

Keep it simple

11

5

Go extra sleek

11

6

Don't lose people

11

7

Not everyone is ready to apply

11

Socialize your jobs

12

7

Help candidates be successful

12

7

8 Next steps: Conversion & metrics

14

8 Conclusion: Keep optimizing your career site 16

Insight4theEnterprise Series: Part 3

Page 3

Introduction

Career pages are among the most highly trafficked pages on a corporate website. Visitors to these pages arrive due to interest in the company or via job advertising, Internet searches, word of mouth, referrals, recruiters, and any other recruiting channels. Some arrive with a purposeful goal (applying for a new job), while others are just window-shopping for a better opportunity.

The enduring tag line for the U.S. Navy recruiting campaign struck a resonant chord with many when it first debuted--and still does today. That's because prospective employees want more than just a paycheck and benefits; they want a work experience that fits their values and aspirations. By the same token, you want visitors who arrive at your career site to feel welcomed and understood. You want them to want to apply. Unfortunately,

the timeframe you have to capture their attention is a very small window. You have to make every second count.

This eBook, the third in our Insight4theEnterprise series, is geared toward helping you produce a more compelling career site--one that paints an inspiring picture of your open jobs, your company, and the people who work there. With examples from numerous successful businesses, we'll identify four critical ways in which you can better capture the interest of targeted talent and convert that interest into applications:

1 Use branding. Are you making the best use of this secret weapon?

2 Strut your stuff. Are you showing candidates the real people and culture of your company?

3 Write strong descriptions. Is your copy motivating and attractive?

4 Be applicant-friendly. Are you asking applicants to jump through hoops?

We'll also discuss how you can use specific analytics to promote the ongoing optimization of your career site--and continue to attract top talent for years to come.

Insight4theEnterprise Series: Part 3

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The Power of Branding

Career pages often get shortchanged during the company site design process. We've all seen the beautiful corporate website that hits a wall at the careers section, getting stuck with generic imagery, indifferent copy, and clunky job listings.

Is your career section a victim of neglect?

When creating a career site, the first and most essential aspect to consider is your brand. It is your company's most powerful recruiting asset. After all, it's the brand that you are trying to grow by hiring more employees. And when visitors look at your company's career site, you want them to understand that this is the message and umbrella under which they may be working. If your brand is not fully and engagingly incorporated into your career site, you are missing a huge opportunity.

Does your brand do enough?

You want your prospects to understand your brand message and be excited about building that brand by working for your company. An effective brand should do the following:

Deliver A Message Be Credible Connect On An Emotional Level Motivate The Prospect Create Loyalty

Think about your brand's unique selling proposition or what sets your products or services apart from competitors. Ask yourself:

? What is the promise to our customers on which we want our employees to deliver? ? What drives our company? ? What do current employees focus on when building campaigns and creating an emotion around our company offerings?

When creating a career site, the first and most essential aspect to consider is your brand. It is your company's most powerful recruiting asset.

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Translating your brand to your career site

After you've identified the key elements of your brand that you want to convey to prospects, consider how you can apply them on your career pages. The following examples offer some insight.



's career site provides a unique take on their brand and utilizes its message to attract and engage prospective employees. The product is online dating, but the brand is love. The career page highlights that brand in a playful, but truthful, manner. On this page, you can see that wants their prospects to both love their work and understand that employees are working to help people fall in love.

Zynga

On the website of this social games developer, the transition between corporate website and career site is seamless. Fun abounds. Open positions and job description details fit in smoothly with the overall structure and theme of the website.

Rue La La

Rue La La carries its magazine-like style onto its career pages, giving it a fresh and fashionable look that easily conveys the heart of the company.

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